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SERVICES

Hospitality and F&B concept development and strategy.

A new site, an expansion plan or a concept that is not working. I help define what the place should offer, which guests it should serve and the commercial conditions it needs to meet.

Engage TCA for a focused question or a connected programme of work.

Discuss your project

01 · Discover

Market research and opportunity

What opportunity does this market or site offer?

I examine the target audience, the surrounding market and the existing offer. This shows which direction is worth exploring before a concept is developed.

What you receive

A market and site assessment outlining opportunity directions and considerations for the next decision.

View possible scope
  • Opportunity assessment and guest and demand research.
  • Concept Framing Workshop — a focused working session to clarify the question behind the brief. The session and any further research are tailored to the project.

The exact scope is defined for each project.

02 · Define

Positioning and concept definition

Who is the concept for, and why would guests choose it?

I bring the audience, positioning, offer and commercial principles together. For larger developments, I also define the role of F&B and how different concepts can complement one another.

What you receive

A concept brief covering audience, positioning and offer; for real estate or destination developments, this can include a substantiated F&B mix.

View possible scope
  • Depending on the project: outlet mix, strategic location recommendations, dayparts, operator approach and potential leasing implications.
  • TCA provides strategic direction; legal leasing advice and technical design are outside this scope.

The exact scope is defined for each project.

03 · Design

From concept to design brief

How does the concept become recognisable in the place and guest experience?

I translate the concept into direction for interiors, the offer, service and brand expression. This gives designers and other specialists a shared starting point.

What you receive

A concept blueprint and briefs that enable designers and other specialists to move forward with clarity.

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  • Strategic direction may cover brand voice and art direction, culinary and beverage briefs, service and guest experience, music and uniforms, and, where agreed, OS&E and FF&E direction.
  • Cross-Industry Lens — a working session to explore useful concept directions beyond familiar hospitality references. TCA sets strategic direction rather than delivering technical design or procurement.

The exact scope is defined for each project.

04 · Validate

Concept validation and feasibility

Can the concept work, and what still needs to change?

I test the concept against the market, the guest, delivery requirements and the financial assumptions. Where needed, I involve a financial specialist for further modelling.

What you receive

A substantiated assessment identifying risks, adjustments and advice on the next step.

View possible scope
  • Validation dimensions and methods are selected for the project; not every module is included by default.
  • Revenue scenarios or financial models depend on available data, agreed scope and financial specialist involvement. Micro-Validation Protocol: small tests or pilots to examine assumptions, implemented with relevant operating partners.

The exact scope is defined for each project.

05 · Deliver

Guidance towards opening

How does the concept stay intact through design and delivery?

I safeguard the concept choices during development and preparation for opening. I review specialist proposals against the concept brief and help determine what is still needed.

What you receive

Focused reviews, aligned briefs and an assessment of opening readiness within the agreed scope.

View possible scope
  • Possible elements include pre-opening readiness, concept alignment and strategic guidance.
  • Technical execution, specialist delivery and daily operations remain with appointed specialists and operators. Training design or delivery is included only through an agreed specialist scope.

The exact scope is defined for each project.

06 · Evolve

Concept review and evolution

What should be sharpened, retained or adapted for growth?

I review the existing concept and guest experience alongside available performance data. This informs choices for improvement, repositioning or expansion.

What you receive

A prioritised concept review with direction for adaptation or growth.

View possible scope
  • Possible elements include repositioning, protecting concept DNA, and site or expansion questions.
  • The review provides direction based on the available evidence without guaranteeing a performance uplift.

The exact scope is defined for each project.

Ongoing support and new markets

Deliver + Evolve

Concept Coaching

Strategic continuity through delivery, opening and evolution.

Engagement scope

Strategic Review, Active Guidance and Embedded Partnership remain available engagement formats. Cadence, duration and any on-site involvement are agreed for each assignment.

Discover + Validate

GCC–Europe Market Calibration

Adapt your concept for a new market while preserving what makes it recognisable.

Engagement scope

Research into market, culture, regulation, operations and commercial context between the GCC and Europe. TCA provides strategic calibration, not certified legal or regulatory advice.

SELECTED WORK

Selected project references

Interior of KIMYONA restaurant in Saudi Arabia

KIMYONA

Concept Development & Strategy · Saudi Arabia

Interior and dining tables at ALUSIA restaurant

ALUSIA

Concept Development & Strategy · Dubai, Bahrain

Concept image for RAW Hotels & Resorts showing a bright seaside hospitality space

RAW Hotels & Resorts

Concept development & brand strategy · Hospitality

Client Reviews

What clients say

It was a smooth experience creating a straight forward investor package for our expansion plans, Rogier is hands on, very responsive with deep knowledge in GCC market, his expertise in the restaurant sector produced a well articulated document that conveys our philosophy, brand DNA and a clear message to potential partners.

Odeh Awwad

Partner, Shawarma Al Balad

Palestine

We've been working with this company and with Roger for some time now. They've developed several of our brands and have been incredibly creative throughout. A great team and a real pleasure to work with. Highly recommended.

Amjad Barakat

CEO, Brunch & Cake

Dubai

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Tell me where you are and which decision lies ahead. From there, we can determine what support fits.

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